Worthy.ai has expanded its existing dynamic advertising offering with AI-generated UGC-style video creative designed to help sportsbook operators keep video ads aligned with real-time betting odds, current matchups and developing sports storylines.
The new product offering combines AI-generated creators with dynamic scripts and sportsbook interfaces.
David Raphael, CEO of Worthy.ai, commented: “Sports move in real time. Odds shift, matchups evolve and new storylines emerge throughout the day. With traditional UGC or talent videos, by the time planning, production, compliance review and approvals are complete, the ads are already stale when they go live or too generic to reflect the games, odds and storylines fans are following.
“Now we can create UGC-style ads around those live moments and update both what the creator says and the odds and matchup information shown on screen as the story changes. Worthy’s built-in compliance tools help operators keep those ads compliant with applicable advertising regulations while updating the creative in real time.”
Under the new product offering, an AI-generated creator can discuss a current matchup or developing storyline while a phone interface displays the corresponding betting odds. Worthy.ai can update the spoken message and on-screen information together as the context changes. The company says this UGC ad creative runs through catalog ad formats, allowing those updates without sending the ad back into platform review or losing quality scores.
Operators can also test different characters, speaking cadences and backgrounds, providing additional variables when assessing the performance of creative.
The platform includes built-in tools designed to review creative against applicable state regulations and individual brand requirements before deployment.
Worthy.ai is also using Meta’s TRIBE technology to predict how different advertisements could resonate with audiences before campaigns go live.
The technology provides marketing teams with another signal when selecting creative and allocating media spend, while results from live campaigns can subsequently inform further testing and optimization.
